Download - Social mediathetrap
Kimberley Chambers Online Strategy1st November 2012
Project Goals
- Grow her social channels to 10k fans ready for the next book- Top 20 Chart position
- Drive pre-orders- Sell 10k copies within the first week and 50k in total
- Grow her mailing list to 5k- Position Kimberley as the heir to Martina Cole
Strategy Overview
Compounding Likes to achieve 10,000 Fans.
We believe that by engaging commited fans we will create a solid foundation upon which a larger following can be built.
To this end we propose we use three distinct phases in order to reach the project goals, achieving specific targets each month in order to raise the number of engaged fans and viral activity by the required date.
Facebook - 499 https://www.facebook.com/kimberleychambersofficialPersonal Facebook - 1700 https://www.facebook.com/kimberley.chambers?fref=tsTwitter - 436 followers https://twitter.com/kimbochambersWebsite http://www.kimberleychambers.comPre-order of The Trap http://www.amazon.co.uk/Trap-Kimberley-Chambers/dp/0007435037/ref=sr_1_1?s=books&ie=UTF8&qid=1343811575&sr=1-1
+ Sales & Pre-order responses
+ Sales & Pre-order responses
+ Sales & Pre-order responses
28 Feb+10,000Fans
Strategy Targets
Phase 1.Raising Kimberley’s Social Profile:Promoting Kimberley’s writing, her characters and themes. Pushing sales of her books for Christmas via referrals and viral campaigns.
Phase 2.Pre-Launch Anticipation:Generating interest about the new book. Video trailers from Kimberley. Enagaging with fans about potential content and themes.
Phase 3.Post-Launch Fan EngagementEnaging fans with content and themes of the new book. Instigation of viral campaign encouraging fans to participate in a cameo prize competition.
Start: 500 Fans... Target
31 Jan6,000Fans
31 Dec3,000 Fans
Drive Pre-Order10% Discount
Drive Pre-Order10% Discount Drive PurchaseOnline Media Buy
National Weeklies/ Blog Coverage
National Weeklies/ Blog Coverage
National Weeklies/ Blog Coverage
Press
Mailing List/FB/TWMailing List/FB/TW Mailing List/FB/TWHC Lists
Overall ManagementSocial Channels Overall ManagementOverall Management
Main Cameo Campaign
BOOK INSERT
Teaser Video for book and Cameo Comp
Likes Reveal PreviewReal Stories TwitterCampaign
Twitter Feud Campaign
Xmas Sales &Awareness Campaign
Viral / PhysicalCampaigns
Action Overview
Phase 1December
Phase 2January
Phase 3February +
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FANACTIVITY
LIKE &VOTE
FANSHARING
New Likes& Participants
December Action Strategy
Xmas Viral & Profile Awareness
• Increase FB & Twitter Fans from 500 to 3000• Migrate her current community to our channels• Promote Back Catalogue• Use Fans to promote & recommend• Xmas Viral Campaign
Through December, rather than just promote the new book specifically, our strategy is to promote all Kimberley Chambers books and use the existing fan base to promote and recommmend purchases for friends and family running up to the Christmas period.
500
3,000
December Target
Facebook / TwitterManagement
OnlinePre-Sales /Purchases
Sales
10% DiscountPre-Order
Migrate fans
Facebook Promote
Kimberley’s Facebook1700 fans
GoogleAdWords
Facebook/TwitterReal Families
Xmas CampaignShare/Recommend
Reach 1000+
External Blogs& Press
HC contact lists
HC contact lists 3,000 likes400 likes
December Flow Chart
NewLikes
December Social Channel Management
Engage FansInstigate SharingGenerate New Likes The immediate goal would be to migrate as many fans of www.facebook.com/kimberley.chambers over to the HC Kimberley page.
The social channels would be managed in order to engage the existing fanbase and encourage them to spread the word about how great the Kimberly Chambers books are. We acknowledge that the majority of Kimberley’s previous books are with Random House, but we feel it is important that we raise the profile of all the books she has written too.
Involving Kimberley would contribute to the success of this strategy and add to the authenticity of the campaign.
A schedule of posts relating to past books, local London past and present, the xmas feud viral and general posts connecting the books to fans’ real lives. Tag your family and share stories.
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December Viral - Festive Family Feuds
Engage FansInstigate SharingEncourage new participantsGenerate New Likes
Action:Shareable & Fun Xmas ActivityFan FB/TW Sharing storiesFan Engagement
Kimberley’s books usually involve idiosyncratic familes warring between themselves. There’s no time when differences between family members is more apparent than at Christmas.
Fans will be asked to tell Kimberley about their family stories, the lows, the highs, the battles and the solidarities. This will be a tongue -in-cheek look at little family dramas. We will also challenge fans to add a family photo and tag all your family members with FESTIVE FAMILY FEUDS. Engaging further into their social channels.
Existing Fans
Fan Makes Card
Fan SharesCard
New Likes& Participants
December Viral Visuals - Festive Family Feuds
January Action Strategy
Pre Book Launch
• Increase FB Fans from 3,000 to 7,000• Promote New Book• Use Kimberley to Generate interest• Use Fans to promote & recommend• Integrate Offline and Online PR
January’s strategy is to build on the success of the Christmas period in a more aggressive way, pushing interest not only in Kimberley but specifically introduce the new book, the story and the characters.
January Target
3,000
7,000
Facebook / TwitterManagement
OnlinePre-Sales /Purchases
Sales
10% DiscountPre-Order
Facebook Promote
GoogleAdWords
Facebook/TwitterKim Video Trailers
Share/RecommendReach 3,000+
Book PreviewReveal
Reach 3,000+
Cameo CompPromotion
Reach 3,000+
HC contact lists
HC contact lists 7,000 likes3,000 likes
January Flow Chart
NewLikes
External Blogs& Press
January Social Channel Management
Engage FansInstigate SharingGenerate New Likes Facebook / TwitterThe January strategy would be to continue the overall communcation about the books in general, but shift the focus to the new book, its themes and characters.
Personal videos from Kimberley would explain themes and characters and prompt responses from fans.
The new book cover and / or mini-preview would be revealed on Facebook & Twitter via prompting fans to gain likes, re-tweets for the page.
A countdown mechanic would increase anticipation during the week runing up to launch, with previews of the book being displayed on the page.
Twitter campaign working in tandem with Facebook at all times.
Post Cover Reveal
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January Social Channel Management Visual
January Viral 1 - Video Book Trailers
Action:Generate interest about the new bookFans Prompt Friends to Like Page
Involving Kimberley in the campaign, talking about the new book via a series of videos, discussing the themes and characters will set up communication between members. These videos can also be used across all online press activity and Youtube.
The video will be accompanied by posts designed to inflate reach to friends of current fans - generating new likes and conversations within thier social groups.
Eg A particular character is the head of the family... After Kimberley discusseses the character, we ask which of your friends this reminds you of and why. Tag the image with your friend and share.
January Viral 2 - Book Cover & Story Preview Reveal
Engage FansInstigate Sharing via Likes & Tweets
Action:Build Anticipation for BookFans Prompt Friends to Like PageGenerate New LikesWe should use the reveal of the new cover to generate new likes.
We set a target for each square, for example 20 likes removes a square. Over a short space of time we can use the existing fan base to agressively push up like numbers.
This can also be initiated across Twitter with retweets being the objective. When the target is reached an image will be shared across Twitter pics.
January Viral 3 - Countdown
Engage FansInstigate Sharing via Likes
Action:Create AnticipationFans Prompt Friends to Like PageCreate Visible ActivityIn the 5 days leading up to the book launch date, we will instigate a countdown on the facebook timeline. This will comprise of an image/video post with a snippet of the new book.
January Viral 4 - Twitter - #butlersversuswalkers
Action:Activate TwitterEngage Conversation
To create an addition buzz, we propose creating a twitter campiagn of a spoof fight between the two families in the book.
The Butlers and the Walkers typically swear and slag each other off.
This taps into what makes soap opera’s, gossip mags and reallife stories addictive and appealing - car-crash twitter....
Followers and friends of Kimberley are also invited to participate in the feud.
#butlersversuswalkers
Online Press and PR
National Weeklies OnlineTargeted to feature the real-life stories of christmas family feuds.Focus on online feature with a view to printed feature.
Blogs & FacebookSpread of the Xmas viral campaign
Offline Press
National WeekliesSpecific promotion to prompt likes and engagement with the online campaign.
Kimberley promotes the fact that fans of the book can appear in the next part of the trilogy by going to her facebook page and participating in the campaign.
February Action Strategy
Post Book Launch
• Increase FB Fans from 7,000 to 10,000+• Promote New Book• Use Kimberley to Generate interest• Use Fans to promote & recommend• Integrate Offline and Online PR
February’s strategy is to activate the current readers who are either reading or completed the book to boost the recommendations. This will also be the primary month where we launch the viral competition to win a chance for you and your family to appear in the next book.
February Target
7,000
10,000+
Facebook / TwitterManagement
OnlinePre-Sales /Purchases
Sales
10% DiscountPre-Order
Facebook Promote
GoogleAdWords
Book InsertReach 10,000+
Cameo CompViral LaunchesReach 7,000+
HC contact lists
HC contact lists 10,000+ likes7,000 likes
February Flow Chart
NewLikes
External Blogs& Press
February Social Channel Management
BOOK LAUNCH FOCUSEngage FansInstigate SharingGenerate New LikesPromote Sales
Facebook / TwitterOn release of the book, the social channels will focus on getting feedback from fans and encouraging them to spread the word about how good the new book is.
This would tie in with the Cameo Competition, which would be a major focus of this phase of the project.
In store promo of the Cameo Competition would ensure a great reaction to the project, in particular an insert inside the book encouraging people to take part.
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February InStore - In Book Promo for Cameo Competition
Action:Drive Traffic to Social ChannelsCreate Online Buzz
In order to maximise reach, we propose that a prompt for fans to join the Cameo campaign should be included in the book.
This could be printed in the book, or presented on purchase either in store or through online invoice email.
COULD YOUR FAMILY BE PART OF THE STORY?
Kimberley is looking for a family worthy of being part of the her new trilogy. Is
your family up to it? Could they handle themselves in London’s East End?
*R�WR�IDFHERRN�NLPEHUOH\FKDPEHURI¿FLDO�to tell Kimberley about your family and you
could see your family in book two of the trilogy!
GOOD LUCK!
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February Viral - Cameo Campaign
Engage FansInstigate SharingEncourage new participantsGenerate New Likes Action:Fans Prompt Friends to Like PageEngagement with New & Existing FansPush the Authentic Quality of the Books
The Canmeo campaign will focus around fans adding their own family for the chance to cameo in the book.
This continues the FAMILIES theme, encourages sahring around familes, tagging of family members and a vote mechanic that encourage new Likes so fans can increase their chance of winning, in the process publicising the competition and the new book.
February Viral Visuals - Cameo Campaign
The campaign would work by encouraging, fans to enter their family, TAG each family member to increase visibility, and generate VOTES (through a Like gate) for each fan. If we acheive our target of 7k before this element starts, then rfeaching our goal with this strategy is very likely.
Fan Makes Card
Fan SharesCard
VOTINGNew Likes& Participants
February Viral Visuals - Cameo Campaign
VOTESHARENEW LIKES
& PARTICIPANTS
New participants would be informed of this campaign by their family members and friends, using word of mouth to generate support for each Fans own campaign to win the competition.
In addition to this, we can provide an online kit such as Page Buttons and ‘Vote For Me‘images to help each fan to promote the compa nd win the prize.
March and Beyond
Social Channel Development
March and Beyond - Overview
Social ChannelManagementFacebook & Twitter will be managed by suppyling regular and relevant posts. The cameo campaign will run in tandem and commented on.
Example Posts:
Monday’s MessageKimberley posts True East London advice for the week ahead
Tuesday’s Caption Competition.
A monthly Twitter Q&A with Kimberley.A chance for fans to ask Kimberley questions (about her book, where she writes, writing tips)
Climax of CameoCampaignThe campaign will run until a selected date at which point we’ll instigate a promotional campaign around the selection of the winner.
Top 5 families selected by HP / Kimberley1 week countdown (highlighting 1 family per day Mon - Fri)Public vote closing on the SundayWinner announced on the Monday
Main ScheduleThe main schedule would use a variety of mechanics, released at
different times.Note that all posts must have content i.e. Graphic, Video or Link
The categories break down into the following sections....
WeekdaysGeneral Interest Posts
WeekendsSaturday and/or Sunday mornings
Special HolidaysXmas, Halloween, Bonfire Night, etc
Interest Events XFactor Final, TV Awards etc
March and Beyond - Example Posts
Word TagUsing Instagram we take a photo of ‘colourful’ phrase that features in The Trap.Post it to FB and ask users to play ‘word tag’User’s then tag their FB friends to a ‘colourful word’This is a good sharing mechanic
FeudTubeWe describe a London tube station with a funny imageFB users have to guess the tube station
This could also be a place(s) in one of Kimberley’s books.
Weekly Social Network ideas‘Down Memory Lane’
Using SNs Instagram, Pinterest & Facebook we post a classic photo of the legendary East End i.e. pub, café, boxing club, barbersUsers then share their memories & photos of that place
Spotify PlaylistsKimberley to submit a potential soundtrack for The TrapAsk FB & Twitter users to suggest songs to add
Additional Ideas
Instagram / FB check in / TwitterProvide fans with the details of key locations in Kimberley’s books. Fans are then encouraged to take photos and share with the community. Best contributions monthly a weekly prize. Could include a google map with key locations.
Fake newspaperReports about the family feud given out at Liverpool St station- Chas n Dave adverts- Mrs Mills playing live
London based launch partyHost an official launch party in a hidden venue in Whitechapel or pub that appears in the book. This will be an exclusive event for 100 Kimblerley Superfans who have contributed the most to spread the word about Kimberley’s books.
Media Campaign
Media Spend, Online and Offline Press
Media Spend
Media Spend
Costings
Budget Breakdown
Costings
Project management and strategy developmentfor duration of the campaign. 10 days £5000
Social channel management for Facebook, Twitter andliaising with Harper Collins in-house PR team. Note wewould also instigate our own opportunities forconsideration. 20 days £6000
Creative, including the development of any graphicsrequired, xmas viral, cameo competition and any otherelements we feel may be required as the campaign roles out. £5000
Media spend across Facebook and Google with targetedad words and locations. £4000
Total £20,000